mommyjenlin

Physicians are the lifeblood of many a healthcare organization. As competition increases for their attention whether it be a hospital, specialty pharmacy, medical device manufacturer, or pharmaceutical company to name a few, cutting through the din of messages and relationships can be a daunting task. For hospitals failure to build successful relationships and sales strategies mean that your docs could admit patients elsewhere. Note to hospitals: If you are not selling to docs, then you're missing a great opportunity to build volume by creating a more committed medical staff than if you just doing "relations or liaison" activities. You can sell legally and effectively if you know what you are doing. For medical device manufacturers , failure to sell the doc mean a more difficult time selling your product into the venue where the physician practices medicine. For specialty pharmacies , the physician sends his or her patients elsewhere. So how do you cut through all of the...

This post is a little different for me. Usually, I am looking at the hospital side of the marketing equation and not so much the sales vendor side. Having worked on both the hospital and IT vendor side Radiology Information System, (RIS), Picture Archiving Communication System (PACS) and Electronic Medical Record (EMR), it is most interesting to compare. The great challenge is selling into two spaces simultaneously, the physician and the C-Suite. Messages may be the similar and different at the same time. Once size does not fit all. Additionally, this is not an all inclusive look at marketing PACS and RIS. I am not addressing the sales side of the equation. That's a discussion for another topic at a later date. I am not anti-sales by any means being Huthwaite SPIN selling trained and a Miller Heiman Strategic Selling alumni. The integration of marketing and sales is for another day. Just an observation but everyone is starting to look the same. It's easy to lose that differenti...